What are the PRSA Code of Ethics?

By: Emma Coleman, PRSSA General Body Member

The Public Relations Society of America (PRSA) holds transparency with companies and the public to the highest degree. The Code of Ethics keeps professionals and organizations accountable for actions taken, or words kept hidden. To ensure everyone follows the same ethical standards, the Professional Values and Provisions of Conduct are in place.

Professional Values Include the Following:

1. Advocacy: Although the company or organization is put first, PR professionals are also tied to the audiences they serve.

2. Expertise: Education at its finest! Our unique field allows PR professionals to have a variety of knowledge in an array of industries.

3. Independence: We are accountable for our actions. Any advice or direction we give can be traced back to us; therefore, professionals regard company actions as their own.

4. Loyalty: PR professionals serve the communities and companies they represent. Respect for both parties allows for transparency and commitment.

5. Fairness: No Bias! Treat every public and company with respect in and outside of work.

6. Honesty: Stay transparent with everyone.

Provisions of Conduct Include:

1. Enhancing the Profession: Strengthening the public trust in the profession.

2. Conflicts of Interest: Trust between a company and its public is vital. Any conflicts of interest will compromise it.

3. Safeguarding Confidences: Privacy is first; protect confidential and private information at all costs.

4. Competition: Promote healthy and fair competition in a business environment.

5. Disclosure of Information: Build trust with the public by providing info to help inform decision-making.

6. Free Flow of Information: Protect and advance truthful information to serve public interest and decision making in a democratic society.

In practice, all values and provisions are integrated as a blueprint to handle internal and external factors of an organization. All PR situations are different but must be approached from an ethical lens first.